Cazoo gears up for Italian launch with Bologna shirt deal
May 26 – Online used car retailer Cazoo has signed a “multi-year” main sponsorship deal with Serie A’s Bologna Fc as it prepares for its launch into the Italian market.
Sponsorship
Uber Eats takes another bite of French football with national teams deal
May 26 – Food delivery service Uber Eats is taking a bigger bite of French football sponsorship with a deal with the federation to sponsor the French women’s, men’s and youth teams.
TikTok doubles up with women’s EURO 2022 after successful men’s EURO 2020
May 13 – TikTok has become an official partner of the Women’s EURO 2022 in a one-event deal, following on from its partnership with the men’s EURO 2020 championship last year.
Chelsea go cypto with WhaleFin sleeve deal
May 13 – Premier League Chelsea, still theoretically operating under a restrictive government license while the club sale to the Todd Boehly-led and Clearlake Capital-backed group is completed, has announced a £20 million shirt sleeve deal with cryptocurrency trading platform WhaleFin.
Swooshed: Nike pull out of 17-year Spartak Moscow kit deal
May 13 – US sportwear giant Nike is reported to have severed its 17-year sponsorship deal with Russian Premier League club Spartak Moscow after the team was ruled out of next season’s European competitions because of the Russian invasion of Ukraine.
Atletico set to complete €40m WhaleFin deal as new main sponsor
May 11 – Atletico Madrid look set to replace Plus500 with cryptocurrency trading platform WhaleFin as their new main shirt sponsor from next season.
BKT re-treads global LaLiga deal for new 3-year term
May 9 – Indian tire manufacturer BKT has renewed its global sponsorship with LaLiga for a new three-year term which will run until the end of the 2024/2025 season.
Mukuru grab Crystal Palace’s sleeve and Malawi’s Mighty Wanderers naming rights
May 5 – African financial services platform Mukuru has secured the sleeve sponsorship of Crystal Palace in the Premier League and a naming rights deal for the top Malawi Super League Team, The Mighty Wanderers FC.
Sales platform eBay buys Serie A sponsorship; Bombeer in one-match deal
May 4 – Italy’s Serie A has signed and the online sales and auction platform eBay as an official partner across all its competitions.
PSG adds lifestyle retail platform GOAT as sleeve sponsor
April 14 – Online footwear, apparel and accessories retailer GOAT will be Paris Saint-Germain’s new sleeve sponsor from the start of next season but joins the club as an official partner immediately.
Cazoo boosts its drive into Europe with first Bundesliga deal at SC Freiburg
April 14 – Online car retailer Cazoo, which has been driving its expansion across Europe through football club marketing, has announced its first sponsorship in the German Bundesliga with SC Freiburg.
FIFA unveils Xero as Women’s Football Partner for 2023 kick-off
April 13 – Business and accountancy software specialists Xero have signed on as a FIFA Women’s Football Partner in a multi-year deal that starts in 2023 and covers the World Cup Australia & New Zealand 202, as well as the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.
Liverpool plays its US card for plastic scousers
April 13 – Football club branded credit cards are back in marketing fashion. Premier League Liverpool have announced financial technology firm Cardless, as an official affinity partner for the launch of club’s first branded credit card for US supporters.
Betcris grows its Guatemalan base with CD Malacateco deal
April 12 – Online bookmaker Betcris, based in Costa Rica, has increased its sponsorship footprint in Central America with a three-year deal with Guatemalan club Toros del Malacateco (CD Malacateco).
Konami takes AC Milan training kit deal for eFootball game brand
April 7 – AC Milan has unveiled video game maker Konami Digital Entertainment as the club’s first Official Training Wear Partner.